Measuring and processing data in reaction to stimuli

ABSTRACT

Method and device for collecting and processing stimuli data and measuring the reactions to them, in which the physiological reactions of respondents to the stimuli presented, or components thereof, are measured automatically and are recorded in one or more computer systems. Recorded data, stimuli data, whether or not in combination with respondent data, are automatically processed, e.g. in central units, to interpretable results which, stored in a database, a relational database for example, are accessible to anyone under certain conditions.

BACKGROUND OF THE INVENTION

The invention relates to a method and device for collecting andprocessing stimuli data and measuring the reactions to said data.

Such a method is known from U.S. Pat. No. 5,226,177. With this method,the object is to find out how a number of respondents react to e.g.advertisement illustrations and slogans, tv and cinema commercials,images of persons, logos and other things presented to them. With theknown method, one can employ, among other things, answering through pushbuttons. This can lead to deviations and measuring errors, e.g. byincorrect operation of the push buttons, which can be the cause ofincorrect final results. Such errors in final results can also be causedby the fact that respondents feel hindered to give their true opinions,and give an opinion best suitable to the buttons.

SUMMARY OF THE INVENTION

Therefore, the object of the invention is to provide an improved method,by which in a short time, e.g. within one day, a measurement with onehundred or more respondents and with several hundreds of stimuli can beexecuted, said measurement being applicable in several places, also onan international scale, simultaneously or otherwise. According to theinvention, such a method is characterized in that the physiologicalreactions by respondents to the stimuli presented, or to components ofsaid stimuli, are measured automatically and are recorded in one or morecomputer systems and that the recorded data, stimuli data, combined withrespondent data or otherwise, are automatically processed, e.g. incentral units, to interpretable results, said results stored in adatabase, e.g. a relational database, being accessible to anyone oncertain conditions.

The invention relates to a method, as well as a device for massivelycollecting, processing and making available stimuli performance data andrandom check survey data within a short time, by massively presentingstimuli to large amounts of respondents, and measuring and recordingphysiological reactions to said stimuli.

The stimuli concern e.g. visual stimuli, including printed matter,products, illustrations, photos, texts, instructions, manuals, etc., inprinted media, including magazines, newspapers, specialist journals,brochures, flyers, free local papers, DM, books, guides, etc. But alsostimuli such as e.g. TV-stimuli, productions, spots and/or packages,shop formulas, design, art, concepts, apparatus, models (e.g. carmodels), reality and photo product concepts, as well as presentation bye.g. projection on screens, including TV-screens.

With the method according to the invention, it is possible to performqualitative research on a quantitative scale. It unites the high degreeof reliability of the quantitative research with the great variety insubjects and depth of the qualitative research.

The device to be used with the method according to the inventioncomprises a combination of apparatus and subsystems organizationallyenabling measurement of the reactions of e.g. more than one hundredpersons a day to e.g. several hundreds of stimuli. With the dataobtained by said apparatus, for the first time it is possible to produceaccurate calculations as regards to qualitative information. At the sametime, for the first time it is possible to mutually compare results ofcalculations and thereby obtaining judgments and insights.

The possibility of confronting e.g. more than one hundred respondents toseveral hundreds of stimuli in the same way on one day, recording boththe visual and other physiological reactions to said stimuli, processingsaid reactions to clear measurement reports and making said reportsavailable for interested persons within a few hours, in any case withinone day, is a breakthrough in relation to all existing methods, appliedtechnologies and devices.

Persons interested in the measurement reports are e.g. companiesadvertising, marketing officials, design, film and televisionproduction, product development, media proprietors, etc. Persons cantake an interest in the stimuli data, to the random test data and/or tothe data concerning the reactions of the random test on the stimulipresented.

For example, with the use of advertising in marketing activities,everything is about the effectivity thereof. It is of the utmostimportance, to find out to what extent an advertisement message isabsorbed, and if so, how this can be maximised. Here, the detailed dataof the measurement reports play an important role. A lot of informationbecomes available to the commercials designers, by which e.g.short-comings can be removed.

For example, just like with the known method, the stimuli can bepresented on screens, e.g. television screens. Presenting the stimuli tothe respondent can take place by means of a computer-controlled programfor reproducing on displays stationary or moving images, combined withsound or otherwise, in which the program is adjusted according to itemsand for the purpose of presenting stimuli in certain sequences,dependent on demographic data and/or the recorded physiologicalreactions of a respondent during the measurement.

Here, the computer systems provide for coordination between thepresentation, the recording and the adjustment of the presentationprogram employing a common time base.

However, other than with the known method, with the method according tothe invention, particularly the presentation of the stimuli to therespondents can also take place in the form of printed media, e.g.magazines and/or newspapers. This way of presentation corresponds to thenatural situation. In that situation, the computer systems provide forrecording and identification of the stimuli, the presentation thereofoccurring as a consequence of the opening of the pages by therespondent. At the same time, the computer systems provide for time andduration recording per presented pages (identified by the computers).

One of the important physiological reactions concerns the direction ofthe centre of the eye. Therein, it is typical, that as the respondent isallowed more natural freedom, the accurate measurement values are moredifficult to obtain.

In order to be able to determine the position a respondent focusses thecentre of his eye on, other methods apply a number of differentprocedures. The method mentioned earlier is characterized by a datarecording unit which is positioned on the head of a respondent (headsetor “glasses”) and is secured by means of a clamping band. Here, thecondition is that the “glasses” can maintain an unchanged position inrelation to the head.

As regard to the images, the output of these “glasses” is approximatelyin adjustment, but movement of the glasses cannot be prevented. Also,weariness and resistance generally occur within 10 minutes. The outputis mostly just one videotape with the measurement data of one or somerespondents, whose images should be processed and interpreted mainlyframe by frame. Furthermore, the results can be affected.

The known eye movement recording systems operate on the basis of fixedreferences. The stimulus is fixed to the sensor, or the glasses havebeen fixed on the head, or the head is fixed in relation to the sensor,in any case, there are always geographical references.

With the method and the system according to the invention, no fixedreference is applied. Instead, a clock time, e.g. atomic clock, isapplied for all moving parts. All parts, including the respondent'shead, the eyes, the radiation sources, the reflections at the cornea,the mirrors, the sensors, the arrangement and the stimuli, are allowedto move in relation to each other within the room. Per unit of time, allmoving parts are brought into synchronization adjustment in relation toeach other (adjustment: a preselected arrangement of the parts). Time isthe fixed reference, without geographical reference. In this way, afully natural freedom for the respondents is realized for the firsttime. The head can freely move within wide limits. There is no fasteningof parts to the head and the natural freedom of head movement, e.g.sitting on a chair, is not hindered or even affected. In order to beable to realize this, among other things, the positions of the head, theeyes, the pupils, the pupil centres, the reflections at the cornea, theposition of the eyes in the eye sockets, as well as the position of thestimuli in relation to the eyes, are synchronously determined at everyinstant of measurement. To that end, the device is provided withaccurate sensors for being able to find the positions in time and followthem and for being able to use this information for bringing the partsin adjustment, with the result, that the head and the stimulus can movefreely and yet the eye position on the stimulus can be determinedaccurately. This method can be applied both in its entirety and partly.

The method according to the invention is fully automated. Physiologicalreactions of respondents, such as eye activity, including movements ofthe eye, viewing direction, pupil size, blinking frequency, position,orientation and movements of the head, eye-stimulus distance, as well aschanges thereof in time, etc., are measured in real time, digitized,recorded and are subsequently, without manual functions or personalintervention, processed to results on-line. Due to this, respondents,operators and/or third parties basically don't have the opportunity toinfluence the results of the measurements.

When compiling the program to be performed, one can already bear theperson in mind, e.g. preferences and/or interests of the respondent.Variables such as sex, age, demographical data and social situation arepreferably recorded for each respondent individually.

Further, according to the invention it can be provided for, thatpreceding the presentation of the interactively selected stimuli orotherwise, the absorbing capacity, the tempo, the reading ability, therespondent's interest for product categories, and/or all otherconceivable personal characteristics, are determined and that by way ofthose, through printed matter or e.g. through models in 3D, the programon the screen is adjusted to the respondent concerned. To that end, thedetermined personal characteristics can e.g. be recorded through a chipcard. By way of the data on the chip card, e.g. the program items can becompiled.

Like with the known method, there is the possibility of carrying out asurvey in a number of places or locations at a distance from each other.An extension of the method provides for the possibility of puttingtogether the measurement data of a number of individual systems,geographically separated or otherwise, in a central processing unit andprocessing them to results as a whole.

By measuring certain physiological reactions of respondents, it ispossible to not only measure the reaction to one stimulus in itsentirety, but also the reaction to certain components thereof.

Apart from the physiological reactions already mentioned, furthermore,according to the invention one or more of the following or otherphysiological reactions of respondents can be measured and recorded:

physiognomy, such as the positions of the corners of the mouth, of theeyebrows, the tensions on the facial muscles, etc.;

blood pressure;

heartbeat;

breathing;

muscle tensions;

skin temperature;

skin resistance;

brain waves;

blood flow throug a part of the body, such as e.g. the earlobe, etc.;

hand movements;

the voice;

etc.

On finding some of these last-mentioned reactions, contrary to thereactions mentioned earlier, one can particularly act in such a way,that sensors, electrodes or other means to be fixed to the body mighthave to be employed. Also, it might be that certain measured reactionscan only relate to the overall impression of stimuli shown.

With measuring eye activities, one can operate particularly in such away, that one or two eyes are radiated at with invisible or unnoticablereflecting radiation and recordings are made with one or more recordingelements connected to one or more computer systems, e.g. positionsensors, eye and pupil detection sensors, other sensors or cameras. bywhich e.g. at the same time the eye convergence process can be recorded.Here, radiation can be of a continuous nature but e.g. intermittent too,e.g. adjusted to the measuring instants of the sensors. The radiationcan originate from optical radiation sources, such as those of visiblelight, IR and UV optical radiation, but also from all conceivablesources of radiation of another type, such as those of ultrasound, radarand X-ray.

One can also act in such a way, that for exposure or recording, opticalelements are employed, mirrors having certain transmission andreflection properties, for example. Larger mirrors and application ofseveral image-following sensors enables all occurring head movementse.g. suitable with a sitting posture, to be tolerated without loss of anaccurate indication about what the centre(s) of the eye(s) is/arefocussed on. Owing to this, at the same time, the admissible dimensionsof the stimuli become virtually unlimited and the accurate indicationwill also be maintained if larger stimuli are presented, moving and/orrotating or otherwise. With extensive stimuli, such as parts of shops,such as shop shelves, for example, we no longer speak of presentation.

For measuring the eye viewing direction, e.g. by means of a movingsource of radiation, the eyes can be radiated at and the place andorientation of the pupils can be determined. Furthermore, the movementof the pupil, or its centre also when they are partly covered, can bemeasured in relation to the image of the radiation source at the cornea.From the relative positions of the radiation source images in relationto one or two pupils in the recorded images, the eye viewing directioncan be determined.

When using radiation or light sources, dark pupils in relation toilluminated irises are achieved. When using radiation or light sourcesbeing positioned coaxially in relation to the camera, pupils brightlyilluminated in weakly illuminated surroundings are achieved. Bothpossibilities and variations thereof, and other possibilities can beused as desired, separately as well as combined.

The eye viewing direction, position of the head, and viewing position ina plane, can only be determined accurately if the eyes, the pupils, thesensors, the exposures and possibly other, optical or not, componentsare brought in very accurate adjustment to each other in time, or,continuously or not, are kept in adjustment to each other. The systemaccording to the invention provides this necessity by means of dynamiccalibrations, measuring the posture and position of head, pupils, eyeswith light reflections and stimulus and spatial following thereof. Inorder to realize this, a number of known and other means are applied,both separately and in combination.

The measurements of position, orientation and movements of the head, aswell as the distance between head, eyes and stimuli, and the changestherein in time, provide less detailed, yet not less importantinformation about the reactions of respondents to presented stimuli. Forexample, having a stimuli identification and positioning system recordhow the process of persons reading, leafing through magazines,newspapers or other printed matter, such as DM, goes. Such as: whichpages were opened, for how long did the respondent look to the left, theright, the bottom and the top? When looking carefully at stimuli,including the above, but also other stimuli such as packages etc., oneoften tends to bend forward. A reduction of the distance between headand stimulus can go together with giving attention. The reverse alsoholds good: An increase of the distance between head and stimulus can gotogether with slackening of attention. These examples show that in thisway, a large amount of information about the behaviour with objects andprinted matter can be obtained without the application of eye movementregistration.

For the sake of determining individual facial features, and the abilityto correct them, a calibration can be provided, e.g. by askingrespondents to look a certain locations in a plane. It has appeared,that on looking under orders to certain locations in a plane, the eye isable to take up an angular position, which e.g. can result in deviationsthat can have the size of a circle having a diameter of some tenths ofmillimetres, e.g. 50 mm, taken across the usual viewing or readinqdistance, which is so inaccurate, that therefore, the subsequentmeasurements get indications of fixation locations that can be situatedat a distance of +50 mm or −50 mm from the actual fixed object.According to the invention, one acts in such a way, that for determiningthe calibration, one uses locations with figures consisting of a numberof characters being different per group, e.g. dots or rectangles, thenumber of which should be counted aloud by the respondent. One can onlycount with the fovea part of the eye. Since the respondent, in order tobe able to count, must aim the fovea centralis accurately, a carefulcalibration can be performed while he is counting. Here, it should beobserved, that the retinal part of the eye is always used, whereas itdoesn't require an exact position of fixation. It can observe manythings simultaneously, but none of it accurately. It is misleading foruse with calibration purposes: while looking at one of the outer lettersof FIG. 1, one can also see the other two. However, in order to be ableto count the number of points in the circles behind the letters of FIG.1, the fovea centralis must be aimed at them. Counting aloud indicatesthe moment at which this happens.

For presenting the stimuli, the system is equipped with one or morestimuli presentation units, e.g. displays, including video screens, oneor more reading tables and/or other stimuli presentation means. Areading table could be provided with lighting and/or a clamping devicefor positioning and fixing printed media. For clamping printed media, anumber of known methods and other methods can be employed, bothindividually and combined.

For measurement and registration of the reactions to the presentedstimuli, the systeem is e.g. equipped with one or more measuring membersand/or recording elements, e.g. sensors, including cameras; buttons,including push buttons, with interactive reaction or otherwise; membersfor touch screen answers; and/or other or further measuring members e.g.for measurement and registration of blood pressure, brain waves, etc.

According to the invention, the system for application with the methoddescribed above will comprise central computers e.g. being incommunication with a number of substantially identical measurement andregistration devices arranged at spaced apart locations, each deviceconsisting of computer units and measuring members connected to saidcomputer units, for measuring the physiological reactions of therespondents to the presented stimuli. The computer units and the centralcomputers dispose of a common time base, or of relatable orsynchronizable time bases, as a consequence of which all measurementresults of each period and each location can be compared and combined.Due to that, the measurements of each of the measurement units performedin interval of time can be cumulated legally, which is necessary for arandom check n=100, in which e.g. 3 papers are measured in 6 hours.

The raw data of the measurements comprise, among other things, therespondent reactions and the stimuli data coupled to them by means ofthe time axis. From one or more locally arranged devices, the raw dataare transmitted to the central processing units such as main computers,and are subsequently processed to data e.g. per measurement, perstimulus, per stimulus item and per respondent. The resulting data arestored in a database, e.g. a relational database, e.g. per measurement,per stimulus, per stimulus item and per respondent. It is is alsopossible to store references to the data in the database, instead ofstoring the actual data. The references indicate where the actual dataare stored and can be found. This method is particularly preferred incase of large files and/or a fast increase in volume of the files.

In addition, among other things, additional data are collected,classified and stored in the database. Advertisements are e.g. stored inclasses. Classes concern e.g.: in which media the advertisements wereplaced, the release dates, page numbers, dimensions and use of colours.Yet also the positions in advertisements, indicated by means of boxes,polygons, contours and/or other shapes, where the advertisement elementsare situated, such as: the logo, the products, the texts, the headlines,etc.

For example, sex and age of respondents are stored. But also thedemographic data, education and social data. Furthermore, the personalinterests and the physical and psychological capacities, includingsight, reading and absorbing capacities, spectacle corrections as wellas the tempo of absorption and processing, etc.

Through dialogue units, the database is accessible, at a distance andunder certain conditions or otherwise, and the database can be‘interrogated’ about everything conceivable which is related to, ormight be related to, the data stored in the database and, per subject,combinations of data. By means of software programs, the results of thatcan be specified into information providing insight, that can bepresented as measurement reports.

The measurement reports can contain information about one of the stimulipresented to respondents, or about a selected number of stimuli. Thereports contain e.g. information about publicity of certain brands;about certain activities; about advertisements placed in certain media,or about certain product categories. The measurement reports can alsoconcern data of the random check survey, or subgroups thereof. Forexample, the reactions to stimuli by men, women, or men over 30, etc.Further, the measurement reports can concern any conceivable combinationof data.

BRIEF DESCRIPTION OF THE DRAWINGS

The invention is further explained by way of drawings, FIGS. 1 to 3, inwhich flow charts are shown as examples, for explanation and as examplesof the method according to the invention.

DETAILED DESCRIPTION

As shown in FIG. 2, a stimuli presentation unit 1 and a respondentreaction unit 2 are controlled by a script unit, or script generator 3.On the one hand, the script unit provides for presentation of thestimuli and on the other for coordination of the measured reactions ofthe respondent to those, and, subsequently, for interactive adjustmentof the further progress of the script.

The stimuli are presented on a screen 4. In connection with therespondent's ability to ask questions about the stimuli shown and hisability to answer, the screen can be equipped with facilities for thosepurposes, e.g. window and/of touch screen facilities. Audio stimuli,including acoustic signals, but e.g. also questions and/of assignments,are reproduced through a signal giver, a loudspeaker 5, for example.

The respondent reaction unit receives, measures and registers arespondent's reactions, consisting of voice reactions through microphone6, pressure or touch reactions through push button, touch screen or allother conceivable means by which respondents can express their reactions7, eye reactions symbolically indicated by eye 8, and physiologicalreactions by means of physiological sensors 9.

The reactions to stimuli presentation interactively affect e.g. thescript unit 3, so that adjustments to the further progress of the scriptduring a program are always possible.

From one or more locally arranged devices, the raw data of ameasurement, obtained from the respondent reaction unit, as well as the“stimuli history”, that is, the stimuli program shown e.g. underinteractive action, are sent further to central processing units 10,such as main computers, so that said raw data can be processed to datae.g. per stimulus and per respondent. Said data are stored in a database11. By means of one or more dialogue units 12, the relational database,at a distance and under certain conditions or otherwise, are‘interrogated” about everything conceivable which is related to, ormight be related to, the data stored in the database and, per subject,combinations of data. By means of software programs, the results of thatcan be specified into information providing insight, that can bepresented on screens or in the form of printed reports.

FIG. 3 shows, as an example of another embodiment of the methodaccording to the invention, a flow diagram in which printed stimuli arepresented, positioned on one or more reading tables. The stimulipresentation and registration unit comprises one or more reading tableson which the print stimuli, e.g. in the form of magazines and papers,are positioned, and fixed or otherwise. For example, by opening or notopening the pages, respondents choose the stimuli themselves. Allstimuli presented by opening the pages are registered and, contrary toother methods, automatically identified. To that end, the systemconsists of one or more sensors by which characteristics of stimuli canbe registered and processed and are kept available for comparison. Thesystem works both on the identification of a stimulus in its entiretyand on partly invisible stimuli, including stimuli largely covered. Forexample, a partly opened magazine or paper will already be sufficient tobe able to determine the number of that page with certainty. Rotationsup to 180° are tolerated. The processing is fast, yet not always realtime, which is not always necessary. There are a number of known andother identification methods, which can be employed, in combination orotherwise, for identifying stimuli.

Furthermore, with the method according to the invention it is possibleto determine the position and/or orientation and/or distortion of thestimulus per measuring instance and, either simultaneously or later,compensating for them. Distortion of stimuli can be the consequence ofe.g. magazine or paper pages bulging. In this way, it is possible toregister manipulations of and with stimuli by respondents, such as withprinted matter the way of holding and/or moving pages. Yet alsomanipulation of objects, e.g. turning objects for the purpose of lookingat them in several views. Preferably, the measuring situation is such,that during the instances of recording, the stimuli are not or onlyslightly moving.

With application of the method according to the invention, the datarelating to the head posture, head position, position of the eyes, eyeposition in the eye sockets, pupil position and viewing direction willbe related to above-mentioned stimuli data. Owing to that, for the firsttime it is possible to determine, dynamically and for each measuringinstance, which stimuli, and which parts thereof, are visible, whichpart thereof is actually in the respondent's visual range, and, inparticular, to accurately determine for each instance on what stimuluspart the centre of the eye, the fovea centralis, of the respondent isfocussing.

In other words, the position and orientation of the stimuli in relationto the position and orientation of the head together with the “visualfield” of the respondent and the visibility of the stimuli parts. Theposition and orientation of the stimuli in relation to the positions andorientations of the eyes together with the visibility of the stimuliparts provide the parts of the stimuli which will be depicted on the“fovea centralis”. All “determinations” of all parts concerned should bemade for each measuring instance in such a way, that the information canbe used for ringing said parts in register.

In addition to registration and identification of the stimuli, thestarting time and the length of time are determined, during which e.g.pages of magazines are lying open and thus stimuli can be visible.Depending on the possible exceeding of a, e.g. preset, maximum length oftime to be spent per stimulus, per page, per double page or permagazine, a signal as a reminder can be given through a signal giver,e.g. a loudspeaker 5.

The method according to the invention also provides for identificationof the behaviour characteristic of reading. Depending on the possibleexceeding of a, e.g. preset, maximum length of time to be spent reading,including e.g. reading headlines of advertisements or editorial texts inmagazines, likewise, a reminder can be given through the signal.

For the rest, the flow according to FIG. 3 corresponds to the onedescribed with FIG. 2.

By way of example, step by step a method will be described, which can befollowed together with the process and system according to the inventionfor determining the position on a stimulus on which the centre of theeye of a respondent is focussed.

1. Determining the presence of the head by means of a multiple sensordevice composed of one or more, e.g. image producing, sensors, includinge.g. one or more cameras.

2. Determining the 3-dimensional position and orientation of the head,e.g. with the help of the device as described at 1.

3. Determining the most likely position of the eyes in the head, of thecentre of the eye and the point of reflection on the cornea, e.g. withthe help of the device as described at 1.

4. Controlling the geometrical range of one or more eye detectionsensors, such as e.g. adjusting the image field of one or more imageforming sensors, such as cameras, by one or more motor drives, to theposition of the eyes and subsequently setting the sensors in relation tothe eye distance, such as focussing when using depicting optics,followed by checking the set geometrical range and, if necessary,correcting and adjusting them. Preferably, the eye detection sensors areseparate sensors being able to operate parallel to, coupled to, but e.g.also more or less indenpendent of, the sensors described at 1. Forirradiation of the eyes, the eye detection sensor can be equipped withone or more radiation sources preferably having invisible beams of rays.By coupling the sources to the sensors mechanically, for example, thegeometrical range of the assembly can be controlled synchronously. Theadvantage thereof is, among other things, that there is directionalirradiation and that a higher radiation intensity on the eyes isachieved with less energy and that relatively small radiating angles ofthe sources suffice for achieving a large spatial range.

5. Determining that the eyes are within reach of the eye detectionsensors.

6. Determination of the momentary characteristics of eyes, eyelids,corneas and pupils, such as e.g. the degree to which the eyelids areopen, or to what extent the corneas or the pupils are covered by theeyelids; the pupil sizes and the contrasts between iris and pupil.

7. Determination of the transitions between pupil and iris.

8. Reconstructing the transition curves between pupil and iris,determining the degree of roundness of the pupils and, e.g. in case ofelliptical shape, caused by natural distortion or perspective, forexample, determination of the ellipse axes and the spatial orientationsand positions of said axes. These reconstructions and determinationsserve, among other things, for being able to accurately determine thepupil centre, despite a perspective distortion as a consequence of thesensor-pupil geometry.

9. Determination of the pupil centre.

10. Determination of the centre of the positions of the reflections ofthe radiation sources on the corneas, e.g. by generating histogramdistributions of e.g. the radiation intensities of the reflections indifferent directions.

11. Determination of the distortions of e.g. an image of saidreflections in relation to the spatial profiles of the emission sourcesas a consequence of characteristics of the eyes, including aqueoushumour and/or the eye distances in relation to the eye detectionsensors.

12. Calculating the viewing directions in the room.

13. Correcting the calculated viewing directions with the previouslymeasured individual parameters of the eyes, including e.g. shift, scaleand similar and other (non-) linear corrections.

14. Correcting the spatial eye positions determined at 3.

15. Correcting the geometry and/or optics of the arrangement.

16. Bringing the multiple corrected viewing directions in register withthe 3-dimensional position and orientation of the positioning planes,such as tabletops of reading tables, of the stimuli to be presented.

17. Calculating the fixation positions on the positioning planes of thestimuli to be presented.

18. Measurement and calculation of the 3-dimensional orientation,position and situation of a presented stimulus, e.g. a printed stimulus,including e.g. a page of a magazine or paper, or an object, in relationto the positioning planes.

19. Coupling the fixation location of the eyes on the positioning planesto the presented stimulus.

20. Correction of the calculated fixation locations, of the eyes on thepresented stimuli, for the measured and calculated 3-dimensionalorientation, position and situation of the stimulus.

All steps are performed such, that a net time resolution of at least{fraction (1/50)} of a second and a location resolution (on the stimuli)of at least 1 mm² are realized.

By way of an example, it is indicated step by step which aspects, amongothers, can be measured with the system and method according to theinvention. The aspects concern items of typical printed matter research.

1. A diagnosis of respondents, e.g. itemized in:

sex,

age,

education,

demographic variables,

social variables,

areas of interest,

preferences, e.g. in relation to brands and products,

which magazines are read,

habits, e.g. smoking and drinking,

visual, auditive and psychological capacities,

absorbing capacity,

reading capacity,

understanding capacity,

tempo,

calibration, etc.

2. A diagnosis of stimuli, e.g. print media, itemized in:

number and type of magazines,

number of pages,

number of pages opened and the page numbers,

number of pages respondents left opened for more than X seconds, andpage numbers,

pages on which respondents placed more than X fixations, and pagenumbers,

number of fixations per page, per quadrant page, or smaller, e.g.{fraction (1/9)} of a page.

time spent for a complete magazine, per page, per quadrant page, orsmaller, e.g. {fraction (1/9)} of a page, etc.

Above diagnoses itemized seperately for:

advertisement pages,

editorial pages,

left pages,

right pages,

front and back pages, etc.

3. The aspects of stimuli, such as:

orientation in medium: date, issue, page number, location,

subject, theme,

size,

style, colour use, etc.

Performance aspects:

The degree to which stimuli, e.g. advertisements, are capable ofrealizing an observation by respondents,

To what extent all parts of an advertisement regarded as necessary bythe advertiser are fixed by respondents,

The number of persons that fixated one, two, or three of the threecentral advertisement elements,

The degree to which stimuli, e.g. advertisements, are (in)capable ofestablishing contact with respondents.

Ad contact,

e.g. defined as: the percentage of respondents who placed at least oneor more fixations on the ad according to certain time criteria.

Ad contact means the start of taking in the stimulus.

No ad contact,

e.g. defined as: the percentage of respondents who did not open thedouble page, on which the ad was placed, or did not place any fixationson the advertisement according to certain time criteria.

The performance aspects following below are related to whether or notfixating one or more of the three central advertisement elements.

The three central advertisement elements (C.A.E.) are:

 Brand in parts

 Visual in parts

 Text in parts

Partial Advertisement Contact (PAC)

e.g. defined as: the percentage of respondents having fixated thebrand + the two other central advertisement elements, each withindividual time criteria, e.g. between 60 and 1000 ms.

Partial Advertisement Contact is a requirement for the capability totake note of a part of the brand message, in such a way that absorptionthereof becomes possible.

Complete Advertisement Contact (CAC)

e.g. defined as: the percentage of respondents having fixated thebrand + the two other central advertisement elements, each withindividual time criteria, e.g. between 60 and 1000 ms.

Complete Advertisement Contact is a necessary requirement for thecapability to fully absorb, process and store the advertisementinformation.

The Advertisement Contact Score (ACS)

e.g. defined as: the result of Partial and Complete together.

The Advertisement Contact Score percentage indicates the number ofrespondents who could have absorbed the stimulus in such a way, that atleast a correct, be it a partial one, recall is possible.

The criteria to be employed, e.g. the ACS criteria, are preferablyadjustable. Thus, a difference in requirements can be employed e.g. forknown stimuli in relation to unknown stimuli.

All data are relative in relation to:

other stimuli.

the same stimulus in other media.

the same stimulus at other times.

4. The circumstances during the measurement, such as:

date and moment of the day.

the moment of measurement, e.g. separation of morning, afternoon andevening results.

the total number of respondents,

the total number of magazines and/or papers,

the total number of pages,

the total number of advertisements,

the news situation (including topical matters and sports), etc.

the social-economical situation,

the temperature (indoors and outdoors),

the atmospheric humidity level and atmospheric pressure,

5. Any conceivable combination of 1, 2, 3 and 4.

It will be obvious that in the above, the invention has only beenexplained by way of some specific examples, as for the method, theequipment used with it, the applications and the possible result ofmeasurements, and that many changes and/or additions can be made withoutleaving the inventive idea.

What is claimed is:
 1. A method of collecting and processing stimulidata and random check survey data and presenting stimuli to respondents,comprising the steps of: presenting said stimuli to respondents,measuring and recording the physiological reactions to said presentedstimuli with several systems, said respondents, said stimuli, andcomponents of said systems moving in relation to each other and beingbrought into spatial synchronization with each other per unit time,regardless of dimensions and movements of said respondents, saidstimuli, and said components of said systems, presenting said stimuli inlarge quantities, processing said data to interpretable results, andstoring said processed data in a searchable database.
 2. The methodaccording to claim 1, wherein the measurements are performed at a numberof spaced apart locations and the recorded data are processed in centralunits.
 3. The method according to claim 1, wherein clock times areapplied instead of fixed geographical references, said time being thefixed reference for measurements, calculations and processing.
 4. Themethod according to claim 1, wherein the physiological reactions occurin at least one of the respondent's head, the respondent's eyes, and thereflections at the respondent's cornea, and said components of saidsystems include at least one of radiation sources, mirrors and sensors.5. The method according to claim 1, wherein data concerning3-dimensional position, orientation and movements of a respondent'shead, a distance between a respondent's head, eyes and stimuli, andchanges therein in time are related to the stimuli data, so thatdynamically and for each measuring instance the method determines whichstimuli are visible to what extent and which parts thereof are actuallywithin a visual range of the respondents.
 6. The method according toclaim 1, wherein data concerning a position of a respondent's head, aposition of a respondent's eyes, reflections at a respondent's cornea, aposition of a respondent's pupil and viewing direction are related tothe stimuli data so that dynamically and for each measuring instance themethod determines on what stimulus element the eye center of arespondent is focused.
 7. The method according to claim 1, wherein theinterpretable results realized by data processing concern stimuliperformance aspects and respondent performance aspects.
 8. The methodaccording to claim 1, wherein the measuring and recording steps areaccomplished by at least one of sensors for measuring physiologicaldata, radiation sources, push buttons, interactive push buttons, touchscreens, interactive touch screens and signal givers.
 9. The methodaccording to claim 1, wherein the step of presenting said stimuli inlarge quantities is accomplished by means of computer-controlledprograms for showing still and moving images on displays in combinationwith sound, in which the programs present stimuli in a certain sequence,depending on conditions.
 10. The method according to claim 9, whereinthe programs adapt depending on the physiological reactions of therespondents.
 11. The method according to claim 9, wherein the programsadapt depending on stored personal data.
 12. The method according toclaim 11, wherein computer systems provide for coordination betweenpresentations, recordings and adaptations of presentation programs,employing relatable time bases.
 13. The method according to claim 12,wherein the relatable time bases comprise synchronizable time bases. 14.The method according to claim 12, wherein the relatable time basescomprise a common time basis.
 15. The method according to claim 9,wherein, during stimuli presentation programs, each time after certaintime intervals, an adjustment to the respondent is checked and possibledeviations are automatically corrected.
 16. The method according toclaim 1, wherein the step of presenting stimuli to respondents isaccomplished by presenting stimuli in the form of at least one ofprinted matter, products in 3-D, and designs.
 17. The method accordingto claim 16, further comprising, prior to the step of presenting stimulito respondents, positioning the stimuli on a table.
 18. The methodaccording to claim 16, further comprising, prior to the step ofpresenting stimuli to respondents, fixing the stimuli in a fixedposition.
 19. The method according to claim 16, further comprisingdetermining 3-dimensional positions and rotations of the stimuli perunit of time and using the 3-dimensional positions and rotations forspatial synchronization of elements of the measurement arrangement. 20.The method according to claim 16, further comprising determining spatialorientation and shape of the stimuli per unit of time and using the3-dimensional positions and rotations for spatial synchronization ofelements of the measurement arrangement and for correction.
 21. Themethod according to claim 16, further comprising the steps of recordingand identifying presented stimuli by means of computer-controlled sensorsystems.
 22. The method according to claim 1, wherein information about3-dimensional position, orientation and movements of a respondent's headand about a distance between the respondent's head and stimuli, andchanges therein in time, are determined per unit of time.
 23. The methodaccording to claim 1, wherein information about 3-dimensional position,orientation and movements of a respondent's head, a distance between arespondent's head, eyes and stimuli, positions of a respondent's eyes,positions of a respondent's eyes in the eye sockets, positions of arespondent's pupils and reflections at a respondent's cornea, andchanges therein in time are determined per unit time, and theinformation is used for spatial synchronization of elements of themeasurement arrangement.
 24. The method according to claim 1, furthercomprising the steps of measuring eye activity, such that at least oneeye is irradiated with directional radiation by means of movingradiation sources, and recording the eve activity with recordingelements that are connected to the systems.
 25. The method according toclaim 24, wherein movement of pupils and their centers is measured withregard to each measuring instance in relation to images of radiationsources on a cornea, and viewing directions of an eye are determinedfrom the relative positions of the images in relation to the pupils. 26.The method according to claim 1, wherein the physiological reactions ofrespondents are measured and recorded per unit of time, thephysiological reactions comprising at least one of the physiognomy,blood pressure, heartbeat, respiration, muscular tensions, skintemperature, skin resistance, brainwaves, blood flow through a part ofthe body, hand movements, and the voice.
 27. The method according toclaim 1, wherein measuring the physiological reactions includesmeasuring and correcting individual facial features of respondents bymeasuring a direction of fixation of eyes in relation to certaindirections of calibration.
 28. The method according to claim 27, whereindetermining the directions of calibration is accomplished by employinglocations consisting of a group of small characters varying perlocation, said characters together being no larger than several mm's,varying in number per location, which number is counted aloud byrespondents, so that respondents aim their fovea centralis accurately onthe groups of characters to make calibration possible.
 29. The methodaccording to claim 1, further comprising determining a stimuli programto be executed, recording personal data including at least one ofvariables, capacities, characteristics, preferences, interests andinterests in product categories and brands, and tuning the stimuliprogram to be executed to said data and to the recorded physical andpsychological capacities of respondents including at least one ofabsorbing capacity, tempo and reading capacity.